The 12th edition of the European Health & Fitness Forum (EHFF), organised by EuropeActive, took place on the 9th of April in Cologne, bringing together over 500 leaders and stakeholders from across the fitness and physical activity sector. Held ahead of FIBO, the world’s leading trade show for fitness, wellness and health, EHFF remains the most established high-level gathering of its kind for the industry.
This year’s theme, ‘Growing the Health & Fitness Sector Together’, set the tone for a full day of expert insights, forward-looking discussion, and practical collaboration.
Official Welcome and Opening
EuropeActive board member Steven Ward formally welcomed Kai Troll to his first EHFF as EuropeActive CEO, highlighting Kai's experience in transforming associations into thriving communities. With David Stalker stepping down as President and continuing his involvement as EuropeActive Ambassador, Ward introduced Marcel Boots as Interim President and called on the community to support this next phase of EuropeActive’s journey.
David Stalker reflected on EHFF’s growth, from 80 attendees at the inaugural event in Essen to over 500 attendees from over 45 countries this year. Stalker emphasised community and collaboration as vital for sector progress, stating, "The industry's potential to be a pillar of health at the European and global level is immense."
Co-host Denise Schindler, Paralympic medallist and television presenter, encouraged attendees to "never stop spinning," reflecting on the importance of bold thinking and adaptability. Stalker outlined four industry priorities: shifting from fitness to health, community-based delivery, maintaining standards, and leveraging data.
Michael Köhler (Managing Director, RX Germany) acknowledged 40 years of FIBO’s history, thanking David Stalker for his contributions and welcoming future collaborations with Marcel Boots. Köhler concluded with a reminder: "Your future is whatever you make it, so make it a good one."
European Health & Fitness Market Report 2025
EuropeActive Ambassador Herman Rutgers and Deloitte Partner Karsten Hollasch presented the market report, highlighting strong growth. "The European market surpassed 70 million members for the first time in 2024," Hollasch noted, with memberships and revenue growing nearly 10%.
Rutgers underscored the sector’s potential: “We are now ahead of the football industry in terms of reach—bigger, in fact.” He stated that reaching 100 million members was achievable, emphasising the importance of deregulation and supportive tax policies, exemplified by Norway’s 0% VAT rate.
Growing the Health & Fitness Sector Together
Rebecca Passmore (PureGym COO) stressed the urgency of innovation aligned with consumer needs, particularly among younger generations. She advocated for inclusive and accessible gyms, urging operators to adapt quickly and proactively to consumer shifts: “We must listen and innovate beyond staying abreast of changes.”
Sondre Gravir (CEO, SATS) discussed affordability and consistent growth in the Nordics, highlighting data-driven decisions and technological advancements as crucial. Gravir noted the industry's evolving role: “Our sector plays a key part in keeping people physically active throughout their lives.”
Fireside Chat: Leadership and Purpose
Tom Leverton, CEO of Purpose Brands, shared insights from his first six months leading brands like Orangetheory Fitness and Anytime Fitness. Leverton emphasised localisation, innovation, and maintaining the unique DNA of each brand, stating: "We touch millions every day—let's innovate, experiment, push boundaries, and truly serve people."
Rapid Weight Loss Treatments: The Global Health & Wellness Disruptor
Brian Robinson (Global Chief Strategy Officer, Havas) addressed the disruptive impact of GLP-1 drugs, forecasting a $470 billion global market by 2030. Robinson discussed wide-reaching implications, noting: "GLP-1 drugs aren't another diet fad—they're a societal shift, affecting everything from consumer behaviour to industry dynamics." He encouraged fitness operators to welcome new demographics previously hesitant about fitness.
The Future of Boutique Fitness
Michelle Dand (David Lloyd Leisure) highlighted the growth of family-oriented boutique fitness offerings, emphasising intergenerational appeal. Doron Dickman (Holmes Place) addressed scalability and adaptability in boutique fitness, stressing responsiveness to market demands.
Jarett Perelmutter (Purpose Brands) underscored localisation and brand adaptability, cautioning against price wars. Benjamin Roth (Urban Sports Club) and moderator Liz Terry (Leisure Media) further discussed the challenges of customer retention through life stages.
Longevity: More Health, Less Healthcare
Lucien Engelen (CEO, TransformHealth) challenged traditional healthcare paradigms, advocating for preventative health models closer to community and home settings. Highlighting digital transformation's potential, Engelen remarked: "Health is more than physical—it's mental, social, and financial."
EuropeActive Awards
Philipp Roesch-Schlanderer (EGYM CEO) received the Rainer Schaller Entrepreneurship Award, recognised for sustainable growth and innovation. Michelle Dand (David Lloyd Leisure) was honoured with the Active Citizenship Award for contributions to inclusive fitness programming.
Closing Remarks
CEO Kai Troll closed the event, expressing gratitude to Denise Schindler, David Stalker, and attendees. He emphasised continued collaboration and optimism for the industry's future.
EHFF 2025 Premium Partners were Technogym and FIBO, demonstrating their ongoing commitment to sector advancement.
